（参考）中小企业发展网络营销的制约因素研究.docVIP

毕业论文 题目：中小企业发展网络营销的制约因素研究 学生姓名： 学 号： 班 级: 专 业： 指导教师： 2014 年6月   中小企业发展网络营销的制约因素研究 摘要 21世纪以来，随着我国经济的飞速发展和新的消费需求和模式的出现，网络营销应运而生。网络营销是一种借助互联网、电脑通信和数字交互来实现目标的全新营销方式。我国的网络营销起步较晚，但发展速度很快，中小企业在发展网络营销时出现了很多的问题，如网络营销意识不强；职能简单；营销手段选择不当；企业没有采取有效的网站推广；忽视已建网站的升级问题；社会化配送滞后，物流不畅；网络营销产品范围窄，营销方式单一等等。中小企业作为我国国民经济发展的重要组成部分，改革开放三十多年来，一直随着经济社会发展而不断发展壮大，因此加快中小企业发展对我国经济发展具有重要意义。我国中小企业在发展网络营销时出现的问题严重制约了企业的发展，本文对相关问题进行研究，得出以下相关对策，如需树立新的营销理念、加强宣传和网站建设、立法与监督；加快物流建设、网络设施建设、人才培养；希望通过以上相关建议能帮助中小企业找到解决办法。 本文把网络营销的相关理论与中小企业的实际情况相结合，总结出不同情况下该采取的网络营销策略，在探讨中小企业实际问题的同时，又为网络营销策略的应用情况提供理论帮助。 关键词：中小企业；网络营销；制约因素  Factors restricting the development of network marketing for SMEs ABSTRACT Since the 21st century, with the advent of the rapid development of Chinas economy and the new consumer demand and patterns, network marketing emerged. Network marketing is a new marketing approach to achieve the goal of using the Internet, computer communications and digital interaction. Our internet marketing started late, but rapid development, there have been many problems of SMEs in the development of network marketing, network marketing, such awareness is not strong; functions simple; marketing inappropriate choice; companies do not take effective website promotion; ignore the problem has been built to upgrade the site; socialization delivery lag, poor logistics; internet marketing product range is narrow, so a single marketing. SMEs as an important component of our national economic development, reform and opening up three decades, has been with the economic and social development and continue to grow, so to speed up the development of SMEs is important for Chinas economic development. SMEs in China occur in developing online marketing issues seriously hampered the development of enterprises, this paper studied the relevant issues, draw the following countermeasures, for establishing a new marketing concept, publicity and website bu